More relevance, more experience, more proximity to the target group: SPORT 2000 Group International and New Balance are committed to a strong partnership that combines brand values with market needs – consumer-centric and internationally supported.
The rules of the game in sports retail have changed: consumers are more conscious, value-oriented and looking for experiences that go far beyond simply buying a product. Advice, attitude and brand image are becoming increasingly important. This development opens up opportunities for everyone who questions existing structures, thinks ahead and provides new impetus. “Customers expect more than quality. They are looking for identification, inspiration and authenticity,” says Max Eggen, Head of Running Sales EMEA at New Balance. While digital channels continue to gain importance, brick-and-mortar retail is experiencing a noticeable upgrade through emotional customer experiences.
Customer loyalty begins with encounters
The demographic shift is clearly noticeable: the target group is becoming younger, more female and more urban. Interest in athletic performance remains strong, while lifestyle, design and community are becoming increasingly important. Brands with a strong profile are therefore focusing on emotional touchpoints that have an impact far beyond the point of sale. New Balance is investing consistently in the further development of its running, lifestyle and football segments and is creating effective formats such as community runs, exclusive store events and collaborations with the London Marathon, Bayer 04 Leverkusen and Atalanta Bergamo, among others. “Customer loyalty is created where real encounters take place,” emphasises Eggen.
Community meets brand: events that move people
The SPORT 2000 ABSOLUTE concept stands for combining expertise with tangible added value – regular community events are a central part of this. In their respective regions, ABSOLUTE RUN stores are not only a stage for strong brands, but also a meeting place for running enthusiasts. Weekly community runs bring together people who share a passion for running. Together with brands such as New Balance, experiences are created that go far beyond running: product tests, individual advice and targeted activations create emotional connections and strengthen the bond between the brand, retailers and the target group in the long term.
Strategically visible, locally relevant
New Balance is expanding its presence in a targeted manner with an international focus. As a global retail service organisation, SPORT 2000 translates this brand strength precisely into the local specialist retail trade. “Our partnership enables us to work on specific quality targets in strategically relevant markets: from assortment design and marketing to product presentation at the POS,” says Eggen.
Partnership-based. Goal-oriented. Progress-oriented.
SPORT 2000 and New Balance act as strong partners with a clear division of roles, shared goals and a deep understanding of market dynamics. Both companies contribute their expertise, meet on equal terms and rely on a combination of strategy, consumer understanding and proximity to the target group. The collaboration shows that those who consistently focus on the needs of their customers and are prepared to implement new ideas not only attract attention but also gain long-term relevance. It is a partnership that is specifically designed to further develop the sports retail sector: smart, customer-oriented and clearly positioned.
Max Eggen – Head of Running Sales EMEA at New Balance
Picture Credits: New Balance / SPORT 2000
